The ne AMC "What's Up" package, known as "The Youth Tool", required an identity face-lift to better talk to its audience. We did this by changing the rebellious, punk look to a cooler, party-style trendy feel, adding the humourous element to it.

Our task was to show the youngsters that being a "What's Up" member was "in", the thing to be - the status every youngster seeks to be part of. At the same time, showing that "What's Up" really makes the biggest youth group in Albania.